The Approval Trap: Why Your Workflow Needs a Rethink

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Creating a great brand

The Approval Trap: Why Your Workflow Needs a Rethink

Key takeaways

  • Manual approval systems slow down creativity and drain resources – costing time, money, and morale.
  • Tools like Canva often introduce more risks, requiring even more oversight and correction work.
  • Approval bottlenecks cause real financial and reputational damage, especially when brand security and compliance are compromised.
  • Automating brand protection with systems like RightMarket eliminates the need for constant checking while maintaining full control.
  • Empowering local teams with secure, flexible templates allows your organisation to scale content output without sacrificing brand integrity.
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In growing organisations like charities, universities, or franchise networks, managing a brand isn’t just about looking good – it’s about safeguarding your reputation, trust, and compliance. Yet many teams are trapped in an invisible bottleneck: the creative approval spiral.

At first glance, it makes sense. If every poster, social post, or fundraising flyer is approved by head office, surely everything stays on-brand and risk-free?

Unfortunately, the real cost of manual approvals is much higher – and it’s hurting your organisation more than you think.

More Than Just an Admin Headache

Our recent analysis across clients revealed something staggering: in some environments, over 150 designs are submitted for approval each month. In one busy location, we saw 70+ individual pieces submitted in just 30 days – all routed through a single marketing lead.

Each approval might seem quick – five minutes here, half an hour there – but added up? It becomes the equivalent of one full-time employee doing nothing but approvals.

The hidden costs stack up:

  • Hours lost chasing minor tweaks and sign-offs.
  • Delayed campaign launches due to review backlogs.
  • Frustrated local teams waiting for approvals.
  • Creative burnout as marketing becomes reactive, not strategic.

And ironically, at the exact moment when organisations need to be leaner, faster, and more decentralised, the old way of doing things is creating brand inconsistency, internal friction, and lost opportunities.

When “Self-Service” Isn’t Actually Self-Service

You might think design tools like Canva solve this problem. Give local teams creative freedom, save central marketing time… right?

Not exactly.

Without the right controls, tools like Canva often create more work:

  • Templates get modified beyond recognition.
  • Incorrect fonts, colours, or logos creep in.
  • Sensitive images get published without proper consent.
  • Regulatory risks (GDPR breaches, discriminatory language) increase without oversight.

Instead of freeing your team, these platforms can turn your creative studio into a 24/7 brand policing department – stuck fixing errors and approving every tweak.

As Vicki Bloomfield, Studio Manager at Marie Curie, shared:

We tried to implement control over Canva, but it just took up a huge volume of our time... trying to manage the flexibility was exhausting.

When approval becomes a full-time job, you’re paying senior marketing salaries to check posters. Worse, you risk fatigue, inconsistency, and compliance failures.

What's the Real Price of Manual Approvals?

Every approval request isn’t just a time delay – it’s a financial drain.

You’re paying high-skilled creatives and marketing managers for low-value admin. And the wider costs include:

  • Slower campaign rollouts – reducing fundraising or enrolment impact.
  • Brand inconsistency – confusing your audience and donors.
  • Staff dissatisfaction – as talented people spend their days fixing Canva errors.
  • Legal risks – from GDPR violations, inaccurate health messaging, or discrimination claims.

In sectors like healthcare, education, and fundraising, the reputational damage from a single mistake can be devastating.

When every minute matters and budgets are under pressure, this is a risk most organisations can’t afford.

The Better Way: Brand Security That Works for Everyone

What if you didn’t need to manually approve every asset?

What if the system itself protected your brand, flagged problems automatically, and empowered local teams safely?

That’s the future of Brand Security – and it’s already here.

RightMarket flips the approval model on its head, embedding governance directly into your creative tools:

  • Template Locking: Designs stay flexible where it matters (event names, dates, local logos) - but core brand elements (fonts, logos, colours) are locked down.
  • Consent Management: Every image linked to explicit GDPR-compliant consent, with real-time checks to prevent unauthorized use.
  • AI Content Moderation: Sensitive topics, offensive language, and safeguarding risks are flagged before anything goes live.
  • Audit Trails and Real-Time Reporting: Know who did what, when, and where - for total accountability.
  • Automated Compliance Alerts: Stay ahead of issues without manual policing, freeing up your team for strategic work.

Instead of your creative studio acting like traffic wardens, they become drivers of growth, innovation, and brand excellence.

Unlocking Creative Capacity, Protecting Your Brand

When you embed brand security into your creative process, everyone wins:

  • Local teams move faster – producing approved content without waiting for HQ.
  • Marketing focuses on strategy – launching bigger campaigns, managing crises proactively, and planning for growth.
  • Leadership gains oversight – with real-time dashboards showing compliance and brand health.
  • Costs are cut – by reducing approvals, rework, and legal risks.

In short, you move from “managing” your brand reactively… to protecting and growing it proactively.

Ready to See a Brand-Safe Future?

Imagine a world where:

  • Your network produces 3x more compliant content with 0 bottlenecks.
  • Your marketing team has 50% more time for strategic campaigns.
  • Your brand integrity is stronger than ever – without micromanagement.

RightMarket is helping leading charities, universities, and franchise groups achieve exactly that.

You can too.

Book a free demo today – and see how Brand Security transforms creative chaos into strategic advantage.

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Find out why our customers choose us for their brand management needs.

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Branding strategies to boost your business

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Creating a great brand

Branding strategies to boost your business

Key takeaways

  • Branding strategies are crucial for business success, with 80% of businesses failing within 18 months due to poor branding
  • Effective branding can set your business apart, build customer loyalty, and increase profits
  • Different types of branding strategies can target various aspects of a business’s identity and audience
  • On average, firms that systematically research their target client groups grow faster and are more profitable
  • Content marketing is a powerful tool for attracting and nurturing prospects

Did you know that 80% of businesses fail in their first 18 months? This is often because they don’t have strong branding and marketing plans. A good brand identity is key to success. It’s more than just a logo or name; it’s the heart of a business.

It helps stand out from competitors, builds loyal customers, boosts profits, and affects buying choices. Branding isn’t the same for everyone as different strategies can change how people see your business and its success.

Whether you’re looking at personal, product, or corporate branding, knowing these strategies is vital.

Let’s look at the various types of branding and how they can help your business grow.

What is branding?

Branding is key to a business’s identity in the market. It involves creating a unique name, symbol, or design. This makes a product stand out and connects with customers.

Knowing the different types of branding helps businesses grow. There are many brand categories, each with its own role in marketing. These include product, corporate, personal, and more.

Product branding uses things like colours and logos to shape how people see a product. Ben and Jerry’s Ice cream is a great example. They use top-quality ingredients and unique flavours to make a strong brand.

Personal branding is about showing off your skills and experiences in a special way. Athletes and celebrities like Christiano Ronaldo use this to stand out. They mix sports, charity, and business to make a mark.

Corporate branding is a big strategy for the whole company. E.l.f. cosmetics is a good example. They focus on being diverse, inclusive, and cruelty-free. They also work with other brands and on special projects.

Companies can use different branding types together to reach their goals. For example, Coca-Cola uses both product and corporate branding worldwide. This has helped them become a brand worth $73.1 billion.

In short, knowing about different branding types helps businesses stand out. It makes marketing better and builds trust with customers. This leads to success for the business.

Whatever branding type a business decides to use, there needs to be a plan on how to ensure brand consistency across the board.

Why is branding important?

Branding is key for any business wanting to stand out in a crowded market. A strong brand identity changes how people see a business. It also shapes how customers act.

Sets a business apart from its competitors

Good branding makes a business unique. It creates a brand identity that stands out. This makes it easier for customers to remember the brand.

By using different branding strategies, a business can find its own spot in the market.

Builds customer loyalty

Branding builds a bond between customers and a company. This leads to more repeat business. People stick with brands that share their values.

Recent data shows 62% of consumers look at a brand’s values when buying. This shows how crucial consistent branding is for keeping customers.

Increases profits

A strong brand identity can lead to higher profits. Brands with a good name can charge more, making more money. Branding also makes a business more attractive to investors.

It can lead to more customer referrals and better employee engagement, boosting profits even more.

Indirectly influences purchasing decisions

People often choose familiar brands when shopping. Trust in a brand helps make decisions easier. 70% of consumers want a personal touch, which trusted brands offer.

Good branding also makes marketing more effective. It links the brand with quality and value.

Branding benefits Impact
Brand distinctions Differentiates from competitors
Customer loyalty Higher repeat business
Increased profits Higher margins and investor appeal
Influence on purchase decisions Consumer trust and marketing efficiency

Understanding and using branding strategies well can greatly improve a business’s market position. It helps in making a brand unique, building loyalty, and increasing profits. Branding is key to a company’s success.

Personal branding

Personal branding is about making a unique and real personal brand that shows our values and what we stand for. With social media everywhere, it’s easier than ever to build a personal brand. It’s key for entrepreneurs, job seekers, and professionals to be real, consistent, and visible in their fields.

Defining personal branding

Personal branding means finding and sharing what makes us stand out and matter. A 2011 New York Times article talks about six main types of personal branding: Altruist, Careerist, Hipster, Boomerang, Connector, and Selective. It’s vital to match our brand with who we truly are, as people connect with those who live their values honestly.

Richard Branson, the founder of Virgin Group, for instance, has over 19 million followers because of his relatable and engaging brand.

Practical Tips for Personal Branding

Here are some tips to make the most of personal branding:

  1. Perform Self-Analysis: Figure out your personal brand type by thinking deeply and getting feedback
  2. Be Consistent: Keep your message the same on all platforms to build trust and get noticed
  3. Utilise Storytelling: Share your story and experiences to touch your audience’s hearts
  4. Engage on Social Media: Be active on social networks to get more people to see you
  5. Collaborate with Others: Working with others who share your goals can help you reach more people

Personal branding has many benefits: it helps you build a strong online presence, gain trust, connect with your audience, show the value of your products, reach more people, build a community, increase sales, get more exposure, and grow your wealth. The type of brand, its classification, and the genre it fits into are key to these strategies.

Look at Elon Musk and Kylie Jenner, for example. A strong personal brand can lead to big business success. Kylie Jenner’s brand with Kylie Cosmetics made her the youngest “self-made” billionaire, showing how powerful personal branding can be.

Brand type Description
Connector People who connect others.
Selective Choose who they work with, keeping things exclusive.
Careerist Focus on moving up in their careers.
Altruist Put giving back first.
Hipster Set new trends and follow their own paths.
Boomerang Return to old roles with new skills and insights.

Product branding

Product branding is about giving each product its own unique identity. It uses special names, strong visuals, and a clear message. This helps grab the attention of customers and make products stand out.

Creating a unique product identity

Knowing the different types of brand identity is key to making a product stand out. A product that is easily recognisable can grow sales by being different from others. Things like logos, colours, slogans, and the way a brand talks to people help customers remember and connect with it.

  • Emotional Connection: Most buying decisions are swayed by emotions, affecting up to 86% of choices
  • Consistency: Being consistent in what you say and show helps build a strong brand awareness

Elements of product branding

A strong product brand has several key parts that work together. These parts must be carefully chosen to show what makes the product special and valuable.

Element Details
Visual identity Logos, colour schemes, and packaging that match the brand's look.
Brand voice The way the brand talks, showing its personality.
Customer experience Interactions that make customers happy and loyal.
Sustainability Gen Z customers spend 10% more on products that talk about being green.

Understanding these elements and the various brand sorts helps us make our branding fit the market. Using different brand classes in our branding makes sure we meet what customers want and keep them coming back.

Corporate branding

Corporate branding is key to making a strong name for a company. It focuses on building a good reputation and standing out from others. It’s important to know about Corporate Brand Strategy, Naming, and Storytelling.

Combining different brand types into one strategy helps a business find its identity. Using strategies like Co-Branding and Online and Offline Branding makes the brand stronger. Here are four main benefits of strong corporate branding:

  1. Building Brand Loyalty
  2. Creating Brand Recognition
  3. Establishing Brand Authority
  4. Differentiating from Competitors

Corporate branding takes a lot of effort but is worth it for a company’s reputation and future success. By focusing on these strategies, businesses can grow naturally and stay ahead in the market.

Service branding

Service branding is key to making a unique service brand identity for a company. This identity helps stand out, build customer loyalty, and connect emotionally with customers. It’s about developing and using key elements to make a brand memorable.

Developing a service brand

Creating a service brand means focusing on what makes it special. This includes a name, logo, tagline, and promotional efforts. Many brand varieties show how this works:

  • Virgin Atlantic: Their “taxi2” service makes getting from the plane to a taxi easy
  • Tesco: They use billboards for customers to shop by snapping pictures of items
  • Durex: Offers “SOS Condoms” and an app for discreet delivery
  • KLM and Lufthansa: Use “Meet & Seat” and “Doctor on Board” for better travel experiences
  • IKEA and Hornbach: Help with home projects through “Home Planner” and DIY books
  • Nutricia: Has a “Babycare Lounge” at airports for parents with babies

Key elements of service branding

The core of service brand identity is a consistent and reliable experience. Here are the main elements:

  1. Utility Tools: Use apps, services, guides, and maps to engage with customers
  2. Brand Loyalty: Meet specific customer needs to build lasting loyalty
  3. Innovative Services: Digital innovations like “Meet & Seat” improve the experience
  4. Comprehensive Solutions: Offer detailed services like IKEA’s “Home Planner” for projects

Understanding how to use branding in the service sector can boost a company’s market presence. Let’s look at what makes successful service brands stand out:

Industry Service offered Purpose
Airlines Virgin Atlantic's "taxi2", KLM's "Meet & Seat", Lufthansa's "Doctor on Board" Enhancing passenger experiences
Retail Tesco's billboard shopping, IKEA's "Home Planner" Providing utility tools
Healthcare Nutricia's "Babycare Lounge" Assisting parents while traveling
Consumer Goods Durex's "SOS Condoms" app Discreet, location-based delivery
DIY and Home Improvements Hornbach's comprehensive DIY books Helping customers with home projects

By using these branding types and a unique service brand identity, companies can create a special place in the market. This helps build customer loyalty.

Co-branding

Co-branding brings two brands together to create a product or service. This partnership uses the strengths of both brands. It helps businesses grow by increasing visibility, reaching more customers, and keeping customers loyal. Different types of collaborations can make a brand more appealing and valuable.

There are four main co-branding strategies used by companies:

  • Market Penetration Strategy
  • Global Brand Strategy
  • Brand Reinforcement Strategy
  • Brand Extension Strategy

Co-branding is great for building brand segments. Successful examples include Taco Bell’s Doritos Locos Tacos and Uber and Pandora’s partnership. These collaborations aim to grow customer bases, profits, and market share.

Many businesses, like retailers, restaurants, and electronics makers, use co-branding. In fact, 71% of consumers like products from these partnerships. Hulu is a good example, created by big names like NBCUniversal and The Walt Disney Company.

But, co-branding has risks too. Choosing the right partners is crucial to avoid problems. For instance, LEGO stopped working with Shell due to Shell’s pollution issues. Combining brands can also weaken their individual identities, as seen with Nokia and Microsoft.

To wrap up, successful co-branding depends on shared values and trust. It can help enter new markets, strengthen brand positions, or boost brand equity.

Brand collaboration Industry Outcome
Taco Bell & Doritos Fast food Increased market share
Uber & Pandora Technology and entertainment Expanded customer base
LEGO & Shell Toys and energy Negative public perception
Hulu (NBCUniversal, The Walt Disney Company) Media streaming Broad market offerings

Online branding

Having a strong online brand is key. It helps a business show its personality, draw in customers, and get noticed. Using digital branding strategies and knowing about online brand types can really help a company stand out online. This can lead to success in business.

Building a strong online presence

Having a strong online presence is crucial for good online branding. A brand should keep its image consistent on social media, websites, and apps. Companies like Apple and Coke show how being consistent helps people recognise and trust a brand more. By using social analytics, businesses can learn what customers like and give them a better experience.

Strategies for online branding

Good digital branding uses many strategies:

  • Social Media Engagement: Posting often and talking with followers on sites like Instagram, TikTok, Facebook, LinkedIn, and YouTube helps spread the word and keep customers loyal
  • Leveraging Influencers: Working with influencers and other brands can make a brand more visible and trusted
  • Video Content: Videos are very important for online branding. Using YouTube Shorts can help a brand reach more people
  • Professional Websites: A well-made website is a must. It should look professional and make users happy
  • Monitoring Tools: Tools like Google Alerts, Hootsuite, and Social Mention help keep track of how well a brand is doing and manage its online image
  • Thought Leadership: Being seen as an expert in your field by sharing knowledge can make a brand more credible and respected

Keeping up with new digital trends is vital for online branding. Marketers need to keep coming up with new ideas and use tools to check how well their strategies work. This way, businesses can improve their online brand and do well in the digital world.

No-brand branding

No-brand branding is changing the marketing game with its minimalist approach. It focuses on values like sustainability and simplicity, not specific products. Brands like Mujirushi Ryōhin, or Muji, have seen huge success with this method. In 2023, Muji made 581.4 billion Japanese Yen, a jump from 188.35 billion in 2013.

Brandless is another big name in this field. It’s an American online grocery store that raised $118 million in August 2021. This funding shows how investors believe in no-brand marketing. Brandless says it can save customers up to 40% by cutting out marketing costs. It started in July 2017 and has quickly become a popular choice for those losing trust in big brands.

No Name® in Canada is another great example. It started in 1978 and offers products at lower prices, saving customers 10-40% compared to national brands. The Unbranded Brand also offers jeans for $80, much cheaper than well-known brands.

Brands like Mujirushi Ryōhin, No Name®, and Brandless focus on quality products at lower prices. They avoid the high marketing costs of traditional brands. This approach is winning over consumers who value practicality and good deals. Stores like 365 Everyday Value and No Name® are becoming top choices for many.

E-mart’s no-brand line and Korean knock-offs like Jaju show the global appeal of this strategy. As people support these brands for their values, no-brand marketing is on the rise. Below is a table showing the success of some leading no-brand brands:

Brand Sales revenue/billion (2023) Savings % Funding (2021)
Mujirushi Ryōhin (Muji) 581.4 Up to 40% -
Brandless 0.0128 Up to 40% $118 million
No Name® 1.2 10-40% -

How to decide what kind of branding strategy is right for your business?

Choosing the right branding method means thinking about your business goals and understanding your market. It’s key to define the brand’s mission, look, and how customers see it. This helps match the branding strategy with your business aims and what the market wants.

Assessing your business goals

Knowing the different branding types helps pick the best strategy for your business. You might lean towards corporate branding like Apple or product branding like Coca-Cola. Other choices include service branding, retail branding, personal branding, or geographical branding.

Co-branding, like Uber and Spotify, and online branding, like Starbucks, are also options. The goal is to find a strategy that fits your business goals. This approach can boost your brand’s value and let you charge more because of strong brand recognition and customer loyalty.

Evaluating your target market

A deep market analysis is vital for matching brand strategies with your audience. Look into your customers’ age, gender, income, location, values, and interests. This information helps create a brand that truly speaks to your audience.

For example, Coca-Cola is seen as fun and youthful, while Schweppes Tonic is sophisticated and for adults. To stand out, define what makes your brand special. This could be through service, innovation, value, convenience, quirkiness, quality, or friendliness.

Essential elements of a branding strategy

Successful branding needs purpose, consistency, emotion, flexibility, and employee involvement. These elements make a brand stand out and connect with people.

Purpose

Knowing the brand’s purpose is key. It tells us why the brand exists and what it believes in. This helps motivate customers and employees, just like Amazon did in 2001.

Consistency

Being consistent helps people remember a brand. Using the same messages, looks, and tone everywhere makes the brand strong. This builds trust with customers, making them loyal.

Emotion

Using emotions in branding creates strong bonds. Brands that touch people’s hearts keep customers coming back. For example, stories and personal touches can change how people act, like with Gamma’s new branding.

Flexibility

Being able to change is important in a fast-changing market. Brands that adapt stay fresh and interesting. This keeps them relevant and competitive.

Employee involvement

Employees are key to a brand’s image. When they’re part of the branding process, they connect better with customers. This makes the brand more real and trustworthy.

Types of brand

Knowing the different classifications of brand is key to making good branding plans. Brands vary by their focus, who they talk to, and what they aim for. This variety helps shape marketing and how a brand is seen.

Personal brands shine when led by people who share their skills and who they are. Think of Tony Robbins and Elon Musk. They link their personal wins with a special types of brand identity.

Product brands, like Apple’s iPhone or Nikon cameras, build a deep bond with customers. They use unique features and benefits to leave a lasting impression.

Corporate brands reflect a company’s core values and beliefs. Companies like Google and Procter & Gamble use their brands to promise quality and trust. This builds trust with their customers and staff.

Luxury brands, such as Rolex and Louis Vuitton, are sought after for their rarity and fine quality. They stand for status and high aspirations, thanks to their quality and appeal.

Service brands aim to link good feelings and experiences with their services. This builds loyalty, similar to British Airways and The Ritz-Carlton.

Here’s a closer look at various brand categories across different sectors:

Brand category Example brands
Personal Elon Musk, Gary Vee
Product Apple iPhone, Nikon
Corporate Google, Procter & Gamble
Luxury Rolex, Louis Vuitton
Service British Airways, The Ritz-Carlton
Economy Walmart, IKEA
Premium BMW, Chanel
Global Coca-Cola, Nike

Each brand type needs its own plan to keep sharing its main message and value. By grasping the details of types of brand identity, companies can better reach and connect with their target groups.

Conclusion

Our journey through branding strategies shows each type has a special role. They help a business stand out in the market. From personal to product branding, these strategies are key for different goals and situations. They help a brand grow and compete well.

Branding has a long history, starting with ancient merchants in Egypt, Greece, and Rome. They used signs to advertise. Today, brands like Apple and Nike show how strong branding can make a huge difference. They are worth billions, thanks to their strong brand identity and customer loyalty.

Studies highlight the benefits of ongoing brand research. These benefits include better profits, improved communication, and smarter use of resources. Retail and e-commerce branding focus on giving customers great experiences and building trust. With over 500,000 brands out there, choosing the right strategy is vital.

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Find out why our customers choose us for their brand management needs.

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